p11 advantage oct3 1/10/08 21:17 Page 11
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Advantage Conference 2008 • Technology
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WEB SURVEY.
Sites ‘need optimising’
Lee Hayhurst.
“We found some strong brands and
ADVANTAGE members’ websites lack really useful content. But some minor
“visibility” to search engines because changes to the look and feel and
they are poorly optimised. to how the information is presented
The sites of all 115 companies that at- would have a really big impact on driv-
tended the conference underwent an audit ing business through your websites.”
by Click with Technology to Caplin said the main driver of traf-
assess their functionality. fic online was from Google,
Just 12% were consid- and estimated that the
ered to be properly set average consumer takes
up to achieve high four weeks between first
rankings. Overall, the searching online to
sites scored a fairly booking.
healthy 63%. He also said
THE top-performing website in the Click with Many sites were conversion rates
Technology audit was Directline Holidays. criticised for hav- were low at
It scored 93%, being marked down only ing few links from just 1-2%, so
because it did not have prominently placed other sites – a key stressed the
contact details and dynamic packaging. criteria for search listings. need for agents’ sites
However, sales director Matthew Flint Dan Caplin, Click with to work properly so they
said the omission of a phone number was Technology’s head of did not lose visitors.
deliberate because the agency would not be search marketing, said: “Content will always be king
able to cope with the volume of calls. “The majority of sites – it’s crucial for ranking. Search
And he said Atol-protected dynamically do not appear at all engines will look for sites with
packaged holidays were on the site but were on Google. Caplin: “Minor changes would have big impact” strong and relevant content.”
not promoted as such to the consumer.
Directline Holidays had previously in the
conference been praised as an agency that
Other web audit findings
had successfully adapted to change.
David Moon, Advantage’s head of business
development, said the firm had taken the 29%
of the Advantage members’ sites
audited featured clear information on 80%
of sites kept the number of clicks
needed to access information down
brave decision after the 2001 terrorist attacks pricing and offers on their homepages to three or fewer
to pile all its money into online.
Moon added: “Being an internet company 59%
had strong branding. Those that were
weaker in this aspect were generally 63%
of sites contained no errors or broken
links and 60% were considered to
does not stop with having a website. white-label sites have intuitive navigation
“Any advertising undertaken must have a
tracking mechanism.” 53%
of sites offered the user a “clear”
journey through the booking process 68%
of sites gave clear contact information,
such as a prominent phone number
NEW WEBSITES.
Traveltek to provide white-label sites for members
ADVANTAGE has agreed a deal with technology links to social networking sites such as Facebook. ability to sell holidays and promote themselves
firm Traveltek to offer members a white-label Advantage member Stewart Travel will fulfil on the internet.
bookable website. the calls and bookings generated by the website “We have invested in upgrading our own
The sites will not offer agents full flexibility to but the agency that generated the booking will website in order that Advantage gets closer to
upload their own deals but they will be over- receive the commission. the consumer through the web.
branded to give agents an enhanced profile online. Colin O’Neill, sales and marketing director, “But we will also offer our members the
They will enable bookings for flights, hotels, said: “Independent travel agents are competing chance to plug in to our offering in a way that
packages and holiday extras, and also include with the web and therefore want to also have the fits best with their business.”
03.10.2008 11
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